Last weekend, Ralph Lauren unleashed its sumptuous magazine specifically made for the iPad.
I noticed it thanks to a very interesting ad I saw in an article I was browsing.
The surprise was the Trick the ad had, that caught my eye:
This is where I landed
The minute I started reading it, I realized that THIS WAS THE FUTURE OF THE MAGAZINE.
Consider for a minute, this page that had a very nice list of Classic Cars.
When I clicked on one of them:
I was so AMAZED TO SEE A SMALL BUTTON THAT LED TO ‘LISTEN TO THE ENGINE’
(see above)
I did press it and was treated to the ORIGINAL ENGINE sound of this Bugatti!
Another Car was:
And I sure did hear the ROAR of the McFlaren!
As I progressed, I was treated to delicious pages with meaningful messages:
Click on the Image to read the message clearly
That led to:
Also noticed the subtle ‘shopping bag’ on the right hand side of magazine:
Sure, I decided to subscribe.. for free!
I think this is the FUTURE of the magazine:
– Free & directly delivered to consumers tablets.
– The Cost of printing & distribution etc is ZERO. Only cost of creating the content.
– A great blend of Audio, Visual EXPERIENTIAL content!
– Allows direct purchase and delivery.
– Creates permanent shelf life of products, in the consumers face.
Bye Bye print – your days are dark and numbered.
*****
Mandar Joshi
Really it is !! In fact I am working on one of such projects wherein e Book will reach its next evolution. To give some idea please download app from App Store with title ‘Our Choice’, its an e Book 2.0 version of Al Gore’s documentary on Global Warming. You will definitely love it !!!!!
Sugumaran Uppili
That one was a cool observation. Me too, am working on something similar to your observation. Mr.Rodinhood, As usual I couldn’t resist appreciating your thought flow.
Aditya Babbar
Astute Alok, however I apologise, I got woefully lost in lust when I saw the ‘Cars’.
I promise I’ll read it again
Saurabh Jain
See print will still rule. The only difference is that digital editions will expand the market or may be eat away a few high value customers who are Jet Setters. I have subscribed to Fortune for last 13 years and this time I gave hard thought of not continuing with print and instead subscribing to the iPad edition. Then I realized that print is more convenient for eyes as well as make good casual time pass. Reading on iPad is still not as convenient as print. Also not everybody will have a Tablet for next 10 years at least!
Alok Rodinhood Kejriwal
Agreed Saurabh. But who cares about 10 years….lets talk about the next 50?
Aditya Babbar
This is the clearest indication that Consumers value Content. Quite honestly, the mediums have transformed, will continue doing so and will also co-exist (case in point, print and digital editions). The smarter publication firm (or Ralph Lauren) have understood this and are customising their content and offerings to cater to both.
Its coming back a full circle where Charles Darwin very aptly said – Survival of the Fittest